Amanda Ponzar @LivingUnited

Mobilizing masses: Multimedia,

multichannel, MyFreeTaxes

Amanda J. Ponzar @LivingUnited 2

United Way

• World’s largest privately

funded nonprofit: $5

billion annually

• 1,800 United Ways in

40+ countries

• Creating opportunities for

a better life for all,

focused on education,

income & health

• Inviting people to give,

advocate & volunteer

World is changing: MOBILE

• 7 billion people

on earth

• 4 billion use

mobile phone

• 3.5 billion use

toothbrush

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World is changing: SOCIAL

• 1 billion+ people

visit YouTube

each month

• Total Twitter

users: 645

million

• Facebook: 1.3

billion monthly

users

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Amanda J. Ponzar @LivingUnited 6

Amanda J. Ponzar @LivingUnited 7

Where to start: RESEARCH Corporate partner survey

Amanda J. Ponzar @LivingUnited 8

Where to start: RESEARCH

Analyze data.

What’s working?

What’s not?

(Surprise…)

Communications Strategy

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CONCEPT

CO-BRANDING

• Messaging

• Marketing

EARNED MEDIA

• Traditional, Trade

• Blogger Engagement

• Media Partnership

• Radio Reading Service PSAs

THOUGHT- LEADERSHIP

• Blog content

• Spokesperson

DIGITAL ENGAGEMENT

• Social Media

• Google Adwords

• Email

• Mobile

MEASUREMENT

• Impact & Results

• Reporting

PROGRAM SUPPORT

• Strategic Oversight

• Local, National

Amanda J. Ponzar @LivingUnited 10

Get the word out: Multimedia, multichannel

• Mobile

• Web

• Infographics

• Google AdWords

• Videos

• Social media

• Press releases

• Media pitching

• Multimedia News

Release

• Radio Media Tour

• Blogger Media

Tour

• Twitter Chat

• Advertising

• Marketing matls

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Earned media example

http://www.myfreetaxes.com/about-myfreetaxes/newsroom/

Amanda J. Ponzar @LivingUnited 12

Blogger media tour example

http://www.examiner.com/article/last-minute-tax-filing-tips-laura-scheler-from-united-way-

worldwide

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Got Social Media?

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http://www.myfreetaxes.com/testimonials/

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• 159% over goal (online filers)

• Anticipate 1.5M (on the ground filers)

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Results

Thank you

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• Inspiring videos:

o Lacoste “Life is a

Beautiful Sport”

http://bit.ly/1jrlE6K

o Follow the Frog

http://bit.ly/L6evit

• Tweet me! @LivingUnited

• Visit MyFreeTaxes.com or

follow @MyFreeTaxes